What to measure at events

What to measure

At events, I measure booth traffic, scans, meetings, and outcomes. These four numbers show interest, fit, and progress, and they guide better follow up.

Booth traffic

Booth traffic is the count of unique visitors who stop at your space. I use a simple tally sheet by hour, and I note common questions and objections.

• Stand at the aisle and count each new person who engages.
• Reset the counter each hour so you see busy and quiet times.
• Do not count the same person twice during one visit.

Scans and cards

Scans are badge scans. Cards are business cards or handwritten contacts. I record only people who gave clear permission to contact them. A CRM is a customer relationship management system.

• Ask for consent and purpose before scanning or taking a card.
• Capture name, company, email, phone, and interest in your CRM the same day.
• Tag the source as the event name and the day.

Meetings

Meetings include booked appointments at the show and follow ups set for later. I log the date, people, topic, and next step.

• Offer short meeting slots and confirm by calendar invite.
• Write the next step in the CRM while the person is present.

Outcomes

Outcomes are actions a contact agreed to take. Examples are demo booked, quote requested, donation pledged, sample shipped, or partner referral.

• Mark one outcome per contact to avoid double counting.
• Set a clear next action due within one week.

Simple timeline

• Before the event. Build the tally sheet, CRM tags, and meeting slots.
• During the event. Count traffic, scan with consent, and book meetings.
• Within one day. Enter and deduplicate leads, and send confirmations.
• Within one week. Complete promised actions and review the four numbers.

Privacy and quality checks

• Collect only what you need and store proof of consent.
• Honor email and text preferences. Include easy ways to opt out.
• Protect personal data and limit who can access it.
• Confirm legal details with your attorney or compliance advisor.

I can help set up a simple event measurement plan and consent based follow up using Marketing > Plans, Marketing > CRM, Email Marketing, Social Media Marketing, Text Alerts, and AppWT CRM.